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Tat Tvam Asi – A Ready to Wear Fashion Label Bridging the Gap Between Fashionable Clothing and Plus Size – Startup Story

Story behind Nidhi Deshmukh's startup Tat Tvam Asi - A fashion label bridging the gap between fashionable clothing and plus s
Story behind Nidhi Deshmukh’s startup Tat Tvam Asi – A fashion label bridging the gap between fashionable clothing and plus size.

Plus-size shoppers have been underserved by the fashion industry. Fashion struggles with size inclusivity have spanned decades. In a rush to jump on the size inclusivity bandwagon, many brands are falling short of expectations and leaving disappointment. One such startup – Tat Tvam Asi has taken up the initiative to solve the growing issue of unavailability of plus-sized clothing.

What is Tat Tvam Asi?

Tat Tvam Asi is a ready-to-wear fashion label catering to plus-sized Indian women. The company has a wide range of collection that consists of stylish western wear inspired by the Figure of the Indian women in the age bracket of 30 to 55. In contrast, the clothing range of the company is not restricted to ages and is even suitable for women from the age of 20.

Tat Tvam Asi offers a line of clothing that provides women to have a go-to brand at all ages than having to choose something because they do not have any other option.

Check out the Tat Tvam Asi platform here.

The Founder

Tat Tvam Asi Founder - Nidhi Deshmukh
Tat Tvam Asi Founder – Nidhi Deshmukh

Nidhi Deshmukh was born and brought up in Mumbai. Nidhi told us that while planning to appear for the chartered accountancy in college, she joined the design house on a part-time basis, which made her fall in love with the art and science behind textiles, colors, and patterns. This made Nidhi come to a decision that fashion is going to be her forte.

The inspiration behind Tat Tvam Asi

Tat Tvam Asi

While talking to TimesNext, Nidhi told us that the Inspiration to the brand Tat Tvam Asi comes from her personal experiences as her body experienced change, she realized that her options in clothing were steadily shrinking.

Nidhi analyzed that she was not alone in this dilemma and caught on to the fact that plus-sized women did not have many style options available in the existing Indian market.

Tat Tvam Asi - Work in Process
Tat Tvam Asi – Work in Process

While the market is growing, people still have to wear whatever is mass-produced and available in retail stores, Nidhi says that everyone should discover their individuality and should be able to choose clothes that reflect their uniqueness with confidence.

Challenges in the outset

“Challenges are what make life interesting, and overcoming them is what makes life meaningful”

Nidhi believes that it is impossible to progress without a challenge to overcome; the first challenge faced by Nidhi was to convert her passion into business effectively.

Tat Tvam Asi - Work in Process
Tat Tvam Asi – Work in Process

Nidhi says that Entrepreneurship is a lonely journey that brings out the best and worst in a person. while in the beginning, Nidhi faced challenges of arranging adequate resources. But in hindsight, after picking the right market to penetrate and getting a grasp over it, the challenges were very much worth the effort.

Tat Tvam Asi First Milestone and Recent Collaborations

The company has worked with mass online retailers and shopping portals like Amazon and Snapdeal.

Tat Tvam Asi - Website Screenshot
Tat Tvam Asi – Website Screenshot

The First Milestone of the company was coming up with the platform with its own online store, which broadened their horizons greatly that allowed the company to interact with customers on a broader basis.

Check out the Tat Tvam Asi platform here.

Growth and Vision of the company

Tat Tvam Asi Vision

The company has flourished so well in a short time, expanding from a studio to a full-blown company. Currently, the brand is available in approximately 70 offline retail stores and boutiques in Mumbai and Gujarat. The company has plans to expand the reach of its stores by extending to areas in South India. Additionally, with regards to its online store, the company aims to soon be available in Europe.

The company Visions to be the first brand that comes to the mind in relation to fashionable clothing for plus-sized women. In the next three years, the company intends to be one of the Top five brands in this market section.